Season 1 Marketing OverviewAs of 09.05.13

US PREMIERE:MONDAY, SEPTEMBER 23

10PM

STRATEGIC COMMUNICATIONS PLAN

ELECTRONIC• THE TODAY SHOW- Spader on 9/23 in the 8 and 10am hours • LIVE WITH KELLY AND MICHAEL –Spader on 9/23 • FALLON – Spader on 9/18 to air on 9/20 • SMT- Megan and Ryan will complete 3 hour tour week of 9/18 • EXTRA– Completed interviews with James, Megan and Diego at

TCA on 7/27. Interested in Spader for the Grove- No LA visit scheduled yet

• ET- Completed interviews with James, Megan and Diego at TCA on 7/27

• TALK STOOP- Completed interviews at TCA on 7/27 with James, Megan and Diego

• NBC NEWS CHANNEL- Completed interviews at TCA on 7/27 with James, Megan and Diego

• TONIGHT SHOW – Wants him but no LA visit scheduled yet • LETTERMAN- Spader has no interest in doing the show • ELLEN – Interested but no LA visit scheduled • THE TALK – They would love to have Spader- no LA visit scheduled • FERGUSON- Wants James but LA visit not possible with production • MTV- hoping to have Megan or Diego on for premiere • APTV- Working on bringing a crew to James on premiere 9/23

SET VISITS

• ET- Interested in set visit working to schedule

• YOUNG HOLLYWOOD- Interested in set visit working to schedule

• OMG INSIDER- Interested in set visit working to schedule

• EXTRA- Interested in set visit working to schedule

• NBC EPK- did visit on 8/6 but will return week of 8/22

• NY TIMES-Bill Carter visit 8/21- James interview completed at Press Tour

• TV GUIDE- Damian Holbrook visit 8/22

• LA TIMES- Working to schedule set visit week of 8/26

• ACCESS HOLLYWOOD – Working on scheduling set visit

PRINT• NY MAGAZINE- James completed interview with Denise Martin on 7/27 at TCA- Piece for

premiere • EMMY MAGAZINE – • TV GUIDE –Spader, Megan and Diego completed photo and interview at Comic Con. TCA-

Megan and Diego shot photos and interviews for premiere. • NYLON – Megan Boone will do one page feature for Sept. Fall TV issue • IN STYLE – Fall TV Preview inclusion in Sept. issue. Pitched Diego but booked up through the

end of the year. • ESQUIRE – Possible “Women we Love” piece in October issue for Megan; Pitched Spader • ELLE – Pitched Megan • GQ – Pitched Spader for a possible “Man of the Year” spread • DETAILS – Pitched Spader- may want something in the future • MEN’S HEALTH – Pitched Diego- no interest as of now • LOS ANGELES TIMES – Will do piece for premiere • SELF - Planning meet & greet with Megan in NY • GLAMOUR – Pitched Megan; not doing a TV portfolio but really the show and plan to cover it in

obsessed section for fall TV guide • COSMOPOLITAN – Pitched Megan and sent pilot for screening • ENTERTAINMENT WEEKLY – Pitched Spader for cover but they are still planning their fall TV

preview • LUCKY – Pitched Megan - no interest as of now • MAXIM – Pitched Megan and was able to get 2 page shoot in the October issue; She passed. • MARIE CLAIRE – Pitched Megan- no interest as of now • MEN’S HEALTH – Pitched Diego- no interest as of now • NYLON FOR GUYS – Pitched Diego- no interest as of now

ONLINE• Latimes.com- Yvonne V. completed on camera interview

with James at TCA 7/27 • TVguide.com- completed interviews at Comic Con with

James, Megan and Diego for premiere. TCA- Megan and Diego shot photos and interviews for premiere.

• Huffingtonpost.com/AOL-Completed interviews with James, Megan and Diego at Press tour 7/27

• MSN.com- Completed interviews with James, Megan and Diego at Press tour 7/27

• Yahoo.com- Diego did an Instagram photo gallery BTS of TCA and it was on the home page of Yahoo TV

RADIO & SOCIAL MEDIA• Radio tours will be done each week with

various cast members

• Syndicated radio completed at TCA on 7/27- with James, Megan and Diego

• Jon Bokenkamp and John Eisendrath both are on twitter and will do things for the show. Diego will be getting on Twitter shortly to promote the show. James will do a Twitter Q&A for premiere.

EVENTS• COMIC-CON- Blacklist on 7/18 at 3pm. Spader,

Megan, Diego and all EP’s will be on the panel. Spader will do ET, EW and TV Guide. Working on Diego and Megan’s press schedule.

• TCA was completed with the whole cast on 7/27. Electronic rotation was completed by James, Megan and Diego.

• NY PRESS FOR PREMIERE- Spader will do Fallon, Today show and Live with Kelly. Hoping to have Megan do week 2 and Diego to do week 3 press.

• MEET AND GREETS- Working on meet and greets for Megan Boone- Self and InStyle are interested so far.

ENTERTAINMENT MARKETING& DIGITAL PLAN

MARKETING PLAN

With dynamic characters, engaging story lines, high-quality production and notable creative auspices, The Blacklist has all the elements to

appeal to a remarkably broad audience. The marketing campaign will showcase Raymond Reddington, while also weaving in his mysterious

relationship with Elizabeth and his blacklist to make it the most intriguing and anticipated drama of the fall.

The Blacklist is being launched like a blockbuster film with a broad, mass-reaching campaign that includes special emphasis on appealing to women, given The Voice lead-in. Capitalizing on the show’s unique twist on the crime drama, the plan also includes tactics that appeal to

the heavy TV viewer who is attracted to this genre.

The multi-pronged attack began the day of the Upfront, featuring on-air promotion in The Voice and a trailer push that resulted in over six

million views in one week. This aggressive, four-month campaign continues to fire on all cylinders and is comprised of promotions that

ignited at Comic-Con, a heavy on-air schedule, a high-impact advertising campaign, extensive digital marketing and social media activity, as well as immense support from NBC’s Owned and Affiliate

stations and NBCU/Comcast. In addition, Blacklist tags will be included on much of The Voice launch media, resulting in millions of

incremental tune-in impressions.

EARLY BUZZ- UPFRONT

• Social profiles went live, heavily touting the trailer, show clips and photos.

• Paid search advertising drove to the trailer on Google and YouTube (following the premiere date announcement) resulting in over six million viewers in one week.

• Paid social blasts via Facebook and Twitter reached pop-culture enthusiasts.

• On-air promotion launched in front of the massive audience for The Voice.

EARLY BUZZ- COMIC CON• Anticipation rallied for The Blacklist via an inescapable awareness campaign on the ground, amplified

beyond San Diego through digital, media, affiliate and PR extensions. • A 1,000-person panel featured a pilot screening, talent Q&A, and real-time social media coverage of

the panel and press room. Photos, videos and interviews populated nbc.com and social media platforms.

• The Blacklist build-out in San Diego’s Gaslamp Square (the most visible consumer activation location and epicenter of Comic-Con) featured a Reddington “hologlass,” his iconic cell box and a giant wallscape, as well as content sampling and social media check-ins. Thousands of The Blacklist branded consumer bags were distributed daily.

• Select cast attended NBC’s 4th Annual Digital Network Party, mingling with 500+ guests and key press.

• Buses wrapped with The Blacklist advertising traveled along all official convention routes. • Ad inclusion in official Comic-Con Guides; Full page ad in Entertainment Weekly’s first special-edition

Comic-Con issue • Digital advertising surrounded Comic-Con content across desktop and mobile/tablet areas via media

partners like Entertainment Weekly, HitFix, Facebook and Twitter. • Facebook search marketing with keywords targeting Comic-Con and related genre titles (Total Recall,

Dexter, The Hobbit, Twilight, etc.) • Twitter partnership promoted tweets against Comic-Con keywords • NBC local affiliate KNSD covered the panel, press sessions and consumer activations, as well as

distributed news entertainment stories via NBC News Channel for all affiliate stations in their newscasts.

• Consistent distribution of The Blacklist Comic-Con packages throughout the weekend to affiliate websites and social media platforms.

LAUNCH- ON-AIR PROMOTION• On-air promotion kicked off on May 13th in The Voice, and

continues with promos across all day parts. • Premium placements include the season finale of The

Voice S4, premieres of The Winner Is, Hollywood Game Night, America’s Got Talent, American Ninja Warrior, Get Out Alive and The Voice S5.

• Promos within special programming include Miss USA, Macy’s 4th of July Fireworks Show, NHL Playoffs, Stanley Cup Finals, US Open Championships, NFL pre-season and Sunday Night Football.

• Consistent support within top-rated shows outside primetime include The Today Show, Days of Our Lives, Saturday Night Live, The Tonight Show and Late Night with Jimmy Fallon.

• Promo lengths include :90s, 60s, :30s, :15s and :05s. • Animated snipes will drive tune-in closer to launch.

LAUNCH- OFF-AIR MEDIA CAMPAIGN

Television (Late August – Premiere) • National Cable

• Robust presence days leading into premiere to a broad audience including news, crime and drama viewers on networks such as History, A&E, BBC America, Discovery, TNT, ID, AMC, Comedy Central, CNN, HLN, Fox News, TBS, Bravo, and Lifetime

• Local Cable• Top 27 A18-49 Markets (53% U.S.) on networks listed above • Heavy-up one hour leading into premiere with quick tune-in

messaging • Roadblocks on Satellite and Telco partners one hour leading into

premiere to remind viewers to change the channel• Custom tune-in promotion with DIRECTV across all their assets

(channel guide, newsletters, and on-demand platform) driving to premiere

• Interactive Program Guides on premiere day, in the C3 window and supporting second episode to capture active TV viewers

LAUNCH- OFF-AIR MEDIA CAMPAIGN

Print (September/October Issues) • High-profile placements within Lifestyle, TV Endemic, Pop

Culture/Influencer and Mainstream publications such as Entertainment Weekly, TV Guide, US Weekly, People, Rolling Stone, New York Times, New York Magazine, Vanity Fair, and amNew York

Radio (Early September through Premiere) • National radio spots three weeks leading into premiere across top

mainstream personalities and music stations, including custom integration with Ryan Seacrest

• Local radio in top 25 markets feature day of tune-in across News/Weather/Sports

Cinema (Mid-September through Premiere) • National cinema buy across both general market and indie theaters

• :60 on-screen pre-show against PG-13/R-rated films • Lobby posters and video billboards in • Popcorn bags across top theaters

LAUNCH- OFF-AIR MEDIA CAMPAIGN

Outdoor (August through early October) • National:

• TVs within Costcos nationwide for the week leading into premiere • Exposure across “NBC Everywhere” platforms: “Taxi TV” (over

16K screens in New York, Chicago, Boston, Philadelphia, San Francisco, Dallas, Las Vegas, DC, Miami and Atlanta), “Gas Pump TV” (265 stations/1800 screens), “The M” (McDonalds’ Channel – 700 restaurants nationwide), “ClearVision” (airport waiting-area), “ConnectiVision” (doctor’s offices/medical facilities – 600 affiliate stations), “Gloss TV” (salons), American Airlines on all domestic routes, IZ-ON Media (check-out TV, dining TV network), and Wovenmedia (Target, Sam’s Club)

• New York: • High-profile executions including subway station domination at Rockefeller Center and 59th Street, Times Square and Penn Station

jumbotrons and billboards (at the entrance to Manhattan from the Midtown Tunnel) • Additional high-impact placements throughout the city, including bulletins, underground shelter dioramas, digital billboards, double-decker

buses, bus kings with headliners, and newsstands • Los Angeles:

• NBC videotron unit and billboard, both located on the famous Sunset Strip • City-wide bulletins, double-decker bus wraps, ultra super kings, and a wallscape in Hollywood

LAUNCH- OFF-AIR MEDIA CAMPAIGN

Digital (August through early October) • Social blasts on Facebook and Twitter leading up to, day of, and

post premiere, targeting drama, crime, and news enthusiasts. Surrounding social commentary around Emmys and series finale of Breaking Bad with heavy-up on Facebook on 9/22

• Promotion to influencers via high impact placements on New York Times, Hit Fix, New York Magazine, Vulture, IMDb, EW.com, Wired, and Vanity Fair

• Heavy presence on news and mass-reach sites like Huffington Post, Fox News, Pandora, CNN, Amazon, and NPR

• Align with Fall TV conversation on TV Line, as well as presence on TV Guide around TV listings

• Display and mobile banners starting weeks leading into and through premiere

• Video push leading up to premiere with a heavy-up hours prior, serving as tune-in reminders

PROMOTIONS & PARTERNSHIPS• Sponsorship of VidCon (Aug 1-3), the fourth annual online video

content convention, with The Blacklist featured on all convention lanyards, a full-page ad in the conference guide and a video promo shown prior to the keynote speaker

• A 20-market advance screening program of The Blacklist, driven by a robust mobile and local promotional campaign • Multi-platform promotion of the screenings via mobile

outreach, street teams, radio spots, college outreach, affiliate support and more

• Partners include Landmark Theatres, Entertainment Weekly and People

• Sony Pictures Entertainment support including promotions within Time Square digital billboard, commissary monitors and billboards on the SPE lot, SPE Facebook, Twitter and YouTube support, dedicated e-blast and SonyPictures.com splash pages and banners

CROSS- COMPANY SUPPORT

The Blacklist is a major cross-company promotional priority and will receive significant multi-platform support from the majority of NBCU/Comcast properties. • On-air support via a high-impact :60 roadblock on all networks on 9/16 at

9 PM; additional promos, snipes and bumpers from networks including Bravo, Oxygen, USA, Style, E!, Esquire, CNBC, MSNBC, The Weather Channel, SyFy, Chiller, Cloo, NBC Sports, Golf Channel, Comcast Sports networks, Mun2, Telemundo and more

• Display and mobile ad placement, social media, custom e-blasts provided by all network websites in addition to digital partners such as Daily Candy, Fandango, and iVillage

• USA: long-form content in top-rated drama finales including Suits and Covert Affairs

• Universal Pictures: promos prior to consumer screenings in 50 markets, snipes on newspaper ads and tags on radio promos

• Universal Theme Parks: e-blast promotion, collateral distribution, signage and video content

• Universal Studios Home Entertainment: Ad in September newsletter and social support

• NBC Experience Store: collateral distribution, hanging signs and content displayed on monitors

CROSS- COMPANY SUPPORT

• Additional place-based promotion featuring collateral distribution, signage and/or video content at NBC (LAX) and CNBC airport stores, City Walk and NBCU summer events

• Universal Studios Home Entertainment: digital ad in newsletter and social support

• Xfinity: Trailer placement on VOD with Barker Channel promotion • Support under exploration includes:

• Weather Channel: push alerts, on-air ticker, and mobile/digital take-overs

• NBC News: stories and/or entire shows themed to The Blacklist storylines and packaged with The Blacklist promos

• Female-centric promotions (iVillage, Oxygen, etc.) featuring editorial and marketing content surrounding Elizabeth to elevate her strong female profile

• Fandango: James Spader feature and banner ad on e-blast

DIGITALTentpole Activations • Are You on The Blacklist? This major trans-media

activation with social tie-ins pulls fans into the thrilling world of Red Reddington, when they’ll mysteriously appear on his blacklist of wanted criminals. Rookie Liz Keen helps them clear their name, even if it means implicating their friends in the process.

• Beyond The Blacklist web series will feature insider insights into episodes, interviews with producers, writers, etc., and content distributed on NBC.com, YouTube, Hulu, VOD and via EST partners.

Social Media – Standard Tactics • Dedicated Facebook, Twitter, Pinterest, Tumblr, Google+,

Instagram, YouTube, GetGlue, MySpace, Wikipedia, and IMDb profiles updated with relevant news, art, photos and information to drive social conversation and sharing

• Cross-promotion across NBC profiles, drama series profiles and any shows with relevant themes and/or characters

• Creation and promotion of GetGlue stickers for each episode

DIGITALSocial Media – Custom Tactics • Facebook

• Broad editorial strategy to emphasize sharing of episodic photo and video content, engaging with fans and posting social art

• Serving as hub of the “flock to unlock” activations, allowing users to unlock material via interaction, such as hitting a certain threshold of likes

• Twitter • Weekly contests during/before broadcasts for prizes

such as talent follows and signed scripts • Live activity from key channels during first run of east

and west coast broadcasts • Coordination of live tweeting with actors, writers,

producers and influencers• Sharing of bespoke content customized for alpha fans

during broadcast

Video Syndication • Dedicated YouTube channel featuring the most recent highlights, clips and BTS footage • Custom content videos including “Sneak Peek”, trailers and EPK materials distributed across multiple platforms

such as VOD, iTunes, YouTube, NBC.com, Hulu and promoted via social media channels • Repurpose of special-shoot promos, and creation of extended digital versions and custom video assets in

coordination with show producers

DIGITALBlog Outreach and Distribution • Utilizes the NBC Digital Network, including 300+

entertainment, television and pop-culture sites that receive daily content updates

• Engages and provides content to target audiences beyond the entertainment, television and drama series sites represented above. Niche demographics to include suspense/crime enthusiasts, James Spader fans, military and government workers, etc.

Search • Paid Search Advertising

• Drove to promo clip on Google and YouTube, following the premiere date announcement

• Maximizes awareness with expanded keywords promoting tune-in, as well as digital sampling availability, dominant share of voice across all search engines the week of premiere and chaser coverage supports the second episode on-air and online sampling

• Promotes full episode viewing digitally, key episodic milestones and talent opportunities

• Search Engine Optimization • Keyword research defines content strategy around brand terms, genre, talent, in-show

details, competition, asset optimization across NBC digital platforms and social integration of networks like Facebook, Twitter, and Google+ to enhance our search profile

DIGITALNBC.com • Top slideshow promotion weeks leading to and day of

premiere • Cross-promotional support on targeted show sites via

Spotlight header and on select message boards • Promotion of preview clips • Promotion to registered users via e-blasts on premiere

day and throughout the season • Site features: cast bios, show description, weekly recaps,

videos, photos, and rotating promos

NBC Mobile • iPhone, iPad and Android devices will have the following:

• Homepage Top Slideshow, weeks leading to and on premiere day

• A prestitial ad take-over on premiere day • Homepage promotion of preview clips • Promotion to registered users via SMS mobile texts

AFFILIATE MARKETINGAs a top priority this fall with a late news lead-in, The Blacklist will receive a top-tier push across all station communication methods to NBC’s 238 owned and affiliated stations. • On-air media summation: A large amount of on-air weight from stations will focus on The

Blacklist and Thursday night in general through the swap program, The Great Spot Swap, where stations double the number of spots airing for a four-week period, the SIMS Program (Sponsored Spots), and co-op plans.

• Digital media summation: Through the banner solution, Co-Op, and the brand-new “What’s on NBC” portal, videos, interviews, banners, widgets and news packages will add several hundred million more impressions specific to The Blacklist

• Fall preview show (August 24 through October 6) estimated total reach: 15m viewers airing locally more than 500 times on 150+ stations, in addition to over 100,000 plays on affiliate websites. It will also be automatically served on the “What’s On NBC” portal.

• Fall launch radio contest: Focusing on Monday night, a radio contest will be in placed in the Top 25 markets and offered up to 25 additional markets.

• News: Multiple news entertainment packages will be distributed prior to launch from NBC News Channel as well as all packages from CCM group.

• Comic-Con: All activity with CCM, NBC.com, KNSD and News Channel, resulted in over 13 full on-air packages, raw elements, entertainment news packages, raw footage and digital assets sent out via News Channel and the “What’s On NBC” portal.

• 100,000 Fall Foldouts will be distributed w/o August 19th in station lobbies, local business and at local events such as state fairs. Other premiums will also be sent to stations throughout launch. Stations are encouraged to send to other media outlets (radio DJs, for example) or use during newscasts to further extend reach and participation.

• Advanced screening in Hastings, Nebraska hosted by EP Jon Bokencamp, and promoted and covered by local affiliate KHAS-TV.

CONTACT

Victoria ValiusDirector, Marketing & PublicityVictoria_Valius@spe.sony.comT: 647-253-5802

Tara BurkeCoordinator, Marketing & PublicityTara_Burke@spe.sony.comT: 416-221-2737